So, as the author points out with the Starbucks example, “Their position is giving a better coffee, more varieties to choose from and a completely pleasant experience in a place where you’ll enjoy having a coffee”. “For example, in Starbucks case, you will see that not only do they ensure that the coffee is fresh and that the product has what it takes, but also that they add so much more”. What is Positioning?Īccording to Philip Kotler, Positioning is making your target audience know exactly how you differ from your competitors. And this precisely points to advertising on Facebook, which offers detailed segmentation through personalized announcements. So, a Target Market “consists of a set of buyers who have common needs and/or characteristics to those that the company or organization decides to serve”. This way, in order to provide the greatest satisfaction possible, it’s necessary to define a “Target Market”. What is Segmentation?įor Kotler and Armstrong, the authors of Principles of Marketing, segmentation is acknowledging that you can’t serve all clients with the same level of satisfaction. Principle Marketing concepts explained by Philip KotlerĪs we said much earlier, to get the most out of Marketing and bring some real advantages to your business there’s nothing better than reviewing the principle concepts from the mind of the most renowned scholar in the world: Marketing Definition Kotler: What is Marketing?Īs Philip Kotler explains in his book Marketing Management, “Marketing is an administrative and social process through which individuals and groups obtain what they need and desire by the generation, offering and exchange of valuable products with their equals”. Born in Chicago, Illinois, this renowned author has been the International Marketing chair holder at Northwestern University since 1988, one of the most important business centers of study in the world.īelow you can see some key information on this Modern Marketing Figure: It’s quite so! Thanks to Philip Kotler universities all around the world now include Marketing in their academic programs.
To sum it up, this great North American Professor is the creator of Marketing as a field of academic study.
It’s no doubt that Philip Kotler is one of them! He is considered the “Father of Modern Marketing”, and provides us with important lessons that can be applied to your digital strategy.īefore anything else, it’s essential that you understand what relevance Philip Kotler holds in Marketing as we know it today. To obtain the best results from marketing techniques and apply them to your online positioning strategy there’s nothing better than reviewing concepts and studying the most prominent authors of that area.
0 kommentar(er)
